Easyjet founder Sir Stelios Haji-Ioannou is set to launch the first of his new low-cost supermarket brand in a Croydon tower block.
The "EasyFoodstore" brand will focus on off-brand packet and tinned food and serve as a "low risk experiment in a new market sector", Stelios said.
“I have a feeling that there is a gap in the food retail market – a niche below some of the current budget operators such as Aldi and Lidl."
“If the pilot site shows there is a need for this offering, EasyFoodstore could be rolled out on a wider basis from 2014 onwards using freehold retail sites – buying into the weaker real estate prices in that sector,” he added.
Stelios set up EasyJet in 1995 but left the board in 2010, going on to build a range of 'Easy' brands from car rental to pizza delivery. His group applied to trademark EasyFoodstore in July as a marketing brand, selling food and alcohol.
The Easyfoodstore.com's website declares that the new venture is "coming soon".